Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?Overall, our objectives were to deliver quality leads for cottage sales and to build a pool of potential renters to occupy the rental units and hotel once the resort opened. The goal of this ad was to announce MRO to all the advanced planners that use the annual magazines put out by Visit Orlando and Experience Kissimmee.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.Visit Orlando distributes their annual Official Visitors guide to 800,00 consumers. Experience Kissimmee distributes their annual Destinations magazine to over 300,000 consumers. Based on a mix of the distribution and the selling points of MRO, we targeted women aged 25-54 with children and a HHI of $75K+.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.The decision to proceed with print ads in Visit Orlando and Experience Kissimmee's publications was the result of extended work sessions with MRO and each of the tourism boards. Following those meetings, we were equipped with binders worth of research and findings. This data helped us better understand the audience and informed all resort communications, extending far beyond this single print ad.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?The key message was to introduce MRO as a new, one-of-a-kind escape in Orlando. We wanted to encourage people to learn more and book their future stay using the resort's website.

Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.Traffic from the magazine and extensions of the buys with Visit Orlando and Experience Kissimmee have lead to a steady flow of traffic to the MRO website. These two print ads served as the only non-social paid media driving traffic to the website, which has gathered over 35,000 leads. The annual distribution and mailing of these publications to interested audiences have helped increase awareness for the resort. At this time, because booking has just opened, it is not possible to quantify the effectiveness of the ads beyond general awareness and lead generation.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

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DivisionAdvertising

Sub-categoryAdvertising Single Entry

CategoryMAGAZINE OR NEWSPAPER- Travel Trade

Entry TitleMargaritaville Resort Orlando : Print Ad

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisMargaritaville Resort Orlando is a new resort that is being developed in Kissimmee, Florida. The resort is set on 300 acres and is scheduled to open in 2019. It will feature a hotel and 1000 vacation rental cottages to host guests. The resort will also feature an array of guest amenities, a water park, and retail center featuring dozens of restaurants and a movie theater. MRO has licensed the use of the Margaritaville name and brand for the purposes of this resort. MRO approached Concept Farm while in the preliminary stages of resort development and engaged CF to handle all marketing of the resort, working closely with both the resort developers and Margaritaville corporate marketing team to assure the resort was presented in an exciting manner that was also consistent with the parent brand.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?